Exam 19: Evaluating Imc Effectiveness

Interest and recognition are both surrogate measures for the key effect of ________.

Refer to the passage below to answer the questions that follow. Dell Computers dramatically increased its consumer advertising, resulting in Dell becoming the top-selling personal computer. Consumers can purchase a Dell computer only directly from Dell, either by calling the toll-free number or visiting Dell's website. One of Dell's popular television commercials included Steve, a young man who would usually say, "Dude, you're gettin' a Dell." Audiences really liked Steve and the ads he appeared in, and in fact, that's when Dell's sales started to skyrocket. However, Dell has stopped that campaign and has moved on to others. -Dell wants to use its "Dude,you're gettin' a Dell" campaign in other countries.At the very least,what type of research should Dell conduct before using this ad?

A researcher asks a consumer who watched a particular television program whether she remembers any commercials for a certain type of product,without using a brand name.What type of question is this?

The Kitchen Table is a specialty kitchen store that tries to get customers to make repeat visits.To do that,the Kitchen Table holds cooking demonstrations hosted by various chefs from restaurants around town.To promote these events,the store advertises in the newspaper for two weeks leading up to each event.How can the store know if the ads are successful?

A thorough evaluation of an advertising campaign includes both quantitative and qualitative research.

The goal of media optimization is to optimize ________.

Campaign evaluation is typically conducted on a tool-by-tool basis before overarching campaign synergy is measured.

In public relations evaluation,tracking studies help us determine the favorability of the coverage,share of voice,and competitor coverage.

With new metrics available to more accurately evaluate campaign effects,informal evaluation of brand communication based on the judgment of experienced managers is no longer needed.

Website traffic volume is measured by the metric of ________.

Single-source research is better for measuring the long-term effects of sales promotions than the short-term sales effects.

Determining advertising's impact on sales is typically a straightforward process.

Discuss the use of scanners and scanner research.

Why should evaluation be a component of any campaign? What are the risks of not using formal evaluation?

Marwin is a senior account planner and is in charge of tracking studies.At which stage of a campaign is a tracking study performed?

What were the three objectives of the UPS campaign described in the chapter?

Of the following,which would be the biggest number for a magazine?

An IMC campaign that has a(n)________ effect has overall results that are greater than the sum the individual functional areas would have if they were used separately.

Molly wants to determine the effectiveness of a new direct-response mailing that Innovative Insurance sent to prospective customers.Which of the following tools would Molly most likely use?

Advertising has both instantaneous effects and carryover effects,so both should be measured over time.